according to politico during the fiscal cliff fight some house gop lawmakers suggested each member kick in $5,000 to hire a big madison avenue to craft a better communications strategy. john boehner shot down the idea but the question we want is can you rehabilitate the republican image and it you can, how would you do it? let's bring in a branding strategist on this program. welcome back. can you rehabilitate the image of the republicans at this moment? >> brand can be rehabilitated. stuart: it is not a total of health struggle. you say it is possible. >> it is possible but it is a big uphill struggle. if we look at 30 years ago 30 years ago the republican party had a clear brand, three 4 pillars, strong on defense, lower taxes and an iconic leader who could say when the country for the betterment of the country you had to balance a strong ideological sense with common-sense investing in the american people. stuart: that was 30 years ago. >> today fiscal restraint, can claim that, earmarks, deficits. consensus on foreign policy? can claim that. lower taxes? not as of last tuesday. icon